2. EXECUTIVE SUMMERY
2
MAIN AIM IS TO PROVIDE NATURAL NUTRITIONAL FUNCTIONAL FOOD AND BEVERAGES AT THEIR
THRESHOLD AND TO PROVIDE PERSONALIZED NUTRITIONAL COM POSITIONAL PRODUCTS AS PER THEIR
REQUIREMENTS TO FULFILL THEIR DAILY AS WELL AS SPECIFIC NEEDS.
THE TOTAL ADDRESSABLE MARKET SHARE IS US$1.5 BILLION DOLLARS AND CAGR IS 16%. THE CUSTOMER
BASE REPRESENTS PEOPLE FROM ALL STAGES OF LIFE,SEX AND RELIGION.OUR CUSTOMER BASE MOSTLY
CONSIST OF URBAN POPULATION WHICH IS EXPECTED TO RISE AT 20%.
4. THE PROBLEM
UNAVAILABILITY OF CUSTOMER ORIENTED
NATURAL NUTRITIONAL PRODUCTS.
INCONSISTENT QUALITY AND INCONVENIENT
SUPPLY CHAIN.
PRODUCTS ARE GENERALIZED AND ARE NOT
ACCORDING TO CUSTOMER'S SPECIFIC
REQUIREMENTS.
PEOPLE TEND TO AVOID NATURAL NUTRITION
MAINLY BECAUSE IT IS A LABORIOUS WORK.
4
5. OUR SOLUTION
ALL THE PRODUCTS WOULD CUSTOMER
SPECIFIC.
FULL QUALITY CONTROL AND A DILIGENT
DELIVERY MECHANISM.
HEALTHY NUTRITIOUS FUNCTIONAL FOODS
AND BEVERAGES AVAILABLE AT FAIR PRICES
AND DOOR TO DOOR SERVICE.
PRODUCTS CAN BE CUSTOMIZE ACCORDING TO
THEIR TASTES AND PREFERENCES AND THEIR
NUTRITIONAL REQUIREMENTS.
5
6. MARKET SIZE - INDIA
• THE TOTAL MARKET VALUE IS EXPECTED TO BE US$ 4 BILLION
DOLLARS BY 2020.
• FUNCTIONAL FOODS AND BEVERAGES IS EXPECTED TO BE
AROUND 78% OF THE MARKET VALUE AND EXPECTED CAGR.
IS 22%.
• DIETARY FOOD IS GROWING AT 12% AND EXPECTED CAGR IS
20% UNTIL 2020.
• URBAN AND PERSONAL DISPOSAL INCOME BOTH ARE IN A
RISE AND IS EXPECTED TO RISE AT A STEADY RATE OF 20%.
• AVERAGE MONTHLY EXPENDITURE OF A HOUSEHOLD IN
NUTRITIONAL SUPPLEMENTS IS GROWING AT 12% AND IS
EXPECTED CAGR IS 22%.
• TOTAL ADDRESSABLE OPPORTUNITY IS AROUND $ 1.5
BILLION DOLLARS AND CAGR IS 16%.
6
TAM 1.5 BILLION
DOLORS
SAM 20 MILLION
SOM
$1MIL.
7. THE TEAM
7
KESHAV GUPTA
CEO & FOUNDER
ROHAN GUPTA
CFO & BUSINESS MANAGER
AYUSH BHARTIA
DIRECTOR MARKETING
BUSINESS WORKER,OWN BUSINESS
FOODIE AND COMMERCE BACKGROUND
MARKETING ANALYST, job search
BUSINESS MANAGER
FOODIE AND HAVING GOOD CO-
ORDINATION
8. THE PRODUCTS
FUNCTIONAL
FOODS
FUNCTIONAL
BEVERAGES
LUNCH AVAILABLE
IN BOTH VEG AND
NON VEG SERIES
ACCOMPANIED BY
HOME DELIVERY
BREAKFAST
AVAILABLE IN VEG AND
NON VEG AND CAN BE
MODIFIED ACCORDING.
THE CUSTOMIZATION
PORTION REPRESENTS
ALL THE PRODUCTS
WHICH ARE MODIFIED
BY YOU FOR YOUR
PERSONAL NEEDS.THESE
PRODUCTS WOULD
CONTAIN THE SPECIFIC
NUTRITIONAL
COMPOSITION
PRESCRIBED BY THE
CUSTOMER.
JUICES,NUTRITIONAL
BARS,NUTTY PASTES ALL
AVAILABLE BASED ON
YOUR NUTRITIONAL
REQUIREMENTS.
SHAKES OF VARIOUS
QUANTITIES AND THEIR
NUTRITIONAL
COMPOSITION CAN BE
ALTERED
PERSONAL
CUSTOMIZATION
10. THE COMPETITORS
10
DIRECT COMPETITION INDIRECT COMPETITION
CALORIE CENTER
HEALTHIEE
FITLICIOUS.IN
UNDER EXPLOITATION
OF THIS SEGMENT
DIFFERENTIATED GOODS
FULL QUALITY CONTROL
AND TRACK OF YOUR
OWN HEALTH.
PRICE
EFFECTIVENESS
CONSUMER
SPECIFIC PRODUCTS
AMWAY INDIA
PEPSI CO INDIA
BRITANNIA
COMPETITORS COMPETITORSentrée ADV. entrée ADV.
DILIGENT SERVICE
MECHANISM
11. THE MARKETING PLAN
11
CONTEMPORARY
METHOD
MODERNIZED
METHOD
REFERS TO WIDELY ACCEPTED MARKETING
TOOLS
AND TECHNIQUES
AIM IS TO REACH THE HUGE
UNCHALLENGED MARKET SIZE AND
CAPTURE THE UNCHARTED OCEANS.
THE METHOD IS TO INVOLVE THE COACHES
IN THE BUSINESS CYCLE THUS ENSURING A
STEADY DEMAND.
REFERS TO THE UNIQUE MARKETING TOOL
EVOLVED BY THE START UP
WAYS INCLUDE PUBLIC
PRESENTATIONS,ONLINE
ADVERTISING,CONTACTS, ETC..
AIM IS TO PROVIDE A NATURAL
NUTRITIONAL SOLUTION TO THE
PROFESSIONALS BY THE INVOLVEMENT OF
THE RESPECTIVE COACHES.
12. BUSINESS MODEL
12
entrée
LOW
TOTAL
AND
VARIAB
LE COST
HUGE MARKET SHARE
INVOLVEMENT
OF
PROFESSIONALSREVENUE
INCENTIVES
HUGE VOLUMES
RE -
CURI
NG
CUST
OMER
S
THROUGH
ON LINE
PORTALS
EASE IN
ORDERING
HOM
E
DELIV
ERY
MAXIMUM
MARKET
COVERAGE
CUSTOMIZA
TION
HUGE
MARGINS
13. REVENUES
BOTTOM - UP FORECASTING (cost per article)
ASSUMPTIONS
REVENUE MODEL IS FOR A YEAR
TOTAL PRODUCT SALES ARE EXPECTED TO BE 35000 UNITS
SALES TIME LINE IS EXPECTED TO BE 2 MONTHS
13
TOTAL COST PER ARTICLE = 162
PROFIT MARGIN = 10%
SELLING PRICE =178p/article
PROJECTED REVENUES =6230000
EBITA =560000
ASSUMPTIONS
INVESTMENT RS 25 LAKH
STAKE 15%
NET CASH FLOWS 20000
